Genetic information could enable brands to serve consumers in personalized ways, but numerous ethical and privacy issues must be addressed by marketers and legislators, a paper in the Journal of Marketing has argued.
The study, “Genetic Data: Potential Uses and Misuses in Marketing,” was written by a team from the Wharton School of the University of Pennsylvania: Gideon Nave, marketing assistant professor; Remi Daviet, postdoctoral researcher; and Jerry Wind, eme
